After the initial research phase, I decided my project would start from scratch, maintaining just a single peculiar element: Florida's cyan, which I found particularly interesting and distinctive. All the other elements that composed the previous visual identity would eventually be discarded and replaced.

I began my journey by sketching visual concepts of possible packaging solutions, initially allowing my creativity flow, and later channeling it into some specific concepts I found more interesting and appropriate than others. Despite most of my initial sketched would eventually be never used, this phase helped me out a lot in coming up with some fresh new concepts to start my project with.

The core concept of the new visual identity of the brand revolves around the connection between concrete and abstract: through an an analysis of the products, I would categorise and assign to the different flavours a position on different scales with specific parameters, such as sweetness, bitterness, complexity and texture, which I later used to find a visual representation of the specific ice cream flavour.

Through a process of trial and error, guided by the expert advice of Prof.Beyrow I was able to start shaping the first packaging samples.

I decided to use a series of patterns created by the Memphis Group as inspiration in order to create some of my own.

Through the use of more or less complex shapes, combined with specific patterns, the main concept of this rebranding project was to strike the customer's attention with an unusual kind of packaging, for later acquiring their trust through the product's high quality.

The abstraction's purpose was not only a matter of shock though, as my desire was to strike into the customer's mind a sense of familiarity, a link between the abstract visual representation of the flavour and the real sensorial experience. 

This way the brand would have been able to „break the mould“, against its competitors and increase its consumer base and hopefully create a long lasting bond.